Nestléhttp://www.adweek.com/taxonomy/term/2864/all
enHelloWorld CEO on Mobile’s Role in Loyalty Programshttp://www.adweek.com/news/technology/helloworld-ceo-mobile-s-role-loyalty-programs-163060
Lauren Johnson<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/peter-denunzio-01-2015_0.jpg"> <p>
<img alt="" src="/files/uploads/SPACER-652.gif" style="width: 10px; height: 1px; " /><br />
<u><strong>Specs</strong></u><br />
<strong>Who </strong>Peter DeNunzio<br />
<strong>New gig</strong> CEO of <a href="http://www.helloworld.com/" target="_blank">HelloWorld</a><br />
<strong>Old gig</strong> General manager of cross-channel marketing group at Experian Marketing Services<br />
<strong>Age </strong>56<br />
<br />
<strong>You <a href="http://www.crainsdetroit.com/article/20140909/NEWS/140909846/helloworld-formerly-eprize-hires-peter-denunzio-as-ceo" target="_blank">joined HelloWorld last fall from Experian. </a>What&#39;s your mandate at the new gig? </strong><br />
Our mandate is about growing the organization, and we believe that we can grow this company exponentially by evolving our value proposition to clients to being truly an integrated marketing solution provider. We run two of the biggest loyalty programs in consumer marketing: Microsoft&#39;s Xbox Live Rewards and<a href="http://www.mycokerewards.com" target="_blank"> My Coke Rewards</a> for Coca-Cola. Of course we have our core promotions business, but [the business is] about targeted, response-driving touch points.<br />
<br />
<strong>What&#39;s been your biggest challenge so far? </strong><br />
We are so busy taking care of business every day that I ask our people to pause every now and then and look back at how far we&#39;ve come in a short period of time and to embrace the opportunity that lies ahead of us. This is a culture that is very in the moment.<br />
<br />
<strong>You spent a fair amount of time in the agency world before joining HelloWorld. What did you learn that applies to your current job? </strong><br />
One of the things that I learned while I was with Ogilvy is how important brands are to our clients. We work with Coca-Cola, Microsoft, Starbucks, Victoria&#39;s Secret and Nestl&eacute; and we need to be very sensitive to continuing to build those brands, and that&#39;s obviously a skill set that was developed in the agency business.<br />
<br />
<strong>Why move away from promotions? </strong><br />
Promotion as a marketing discipline is no longer about short-term tactics and sales from an immediate offer. Promotion has evolved into the beginning of a conversation with a prospect that gives us an opportunity to continue to communicate [with someone] until they become a core customer.<br />
<br />
<strong>A lot of your work uses mobile to build loyalty programs. Do you think mobile works for sales? </strong><br />
We think of mobile in different ways. There are clients who very much rely on it as a sales channel. There are clients who rely on it as a means to communicate with a target audience that otherwise would be invisible. Then there are other clients that use mobile the way [marketers] used to use email&mdash;they just load and blast out a variety of messages to make sure the brand is always at the forefront of a consumer&#39;s mind.<br />
<br />
<strong>What got you initially interested in advertising? </strong><br />
I wandered into a career services office in college when I had no clue what I wanted to do. I was an English major with a so-called minor in French and absolutely no commercial skills. There was a sign-up sheet for an interview with <a href="http://en.wikipedia.org/wiki/N._W._Ayer_%26_Son" target="_blank">N.W. Ayer &amp; Son,</a> which at the time was the largest ad agency in New York City. I put my name down, I got an interview with the agency and I&#39;ve more or less been in the business ever since.</p>
TechnologyCoca-ColaExperian Marketing Servicesfirst moverloyalty programsMagazine ContentLauren JohnsonMobileMobileNestléPeter DeNunzioStarbucksVictoria's SecretMon, 23 Feb 2015 05:00:02 +0000163060 at http://www.adweek.comNestlé's 'Bra Cam' Catches People Stealing Glances, but There's a Fun Twist Endinghttp://www.adweek.com/adfreak/nestl-s-bra-cam-catches-people-stealing-glances-theres-fun-twist-ending-160658
Tim Nudd<img src="http://www.adweek.com/files/imagecache/node-detail/blogs/nestle-bra-cam-hed-2014.jpg"> <p>
Nestl&eacute;&#39;s Fitness cereal brand, which last year brought us <a href="/node/153391">the tweeting bra,</a> has upped the ante with the hidden-camera bra. Watch below as a woman walks around London capturing footage of men and women furtively (they think) checking out her boobs.</p>
<p>
It&#39;s a fun little social experiment&mdash;and one, predictably, that has caused a bit of a flamewar in the YouTube comments. But it turns out the point of the video isn&#39;t really to comment on objectification at all. Nice work by McCann Paris.<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="367" src="//www.youtube.com/embed/8Gr1OJbidw8?rel=0" width="652"></iframe><br />
<br />
Also, check out the behind-the-scenes video here:<br />
<!--break--><br />
<iframe allowfullscreen="" frameborder="0" height="367" src="//www.youtube.com/embed/MzWhHZWppTk?rel=0" width="652"></iframe><br />
<br />
<strong>CREDITS</strong><br />
Client: Nestl&eacute; Fitness<br />
Agency: McCann, Paris<br />
Creative Director: Sarah Clift<br />
Art Directors: Kate Pozzi, Sarah Clift, Caroline Gozier<br />
Copywriter: Kate Pozzi<br />
TV Producers: Sasha Mantel, Arnaud Lemens<br />
Social Strategist: Mariam Asmar<br />
Account: C&eacute;dric Vanhoutte, Cynthia Decant, Laurie Chappel, Leslie Adam, Julie Colombani<br />
Production Companies: Outsider; The Corner Shop<br />
Director: Ellen Kuras<br />
Producer: Mel Nwanguma<br />
Director of Photography: Ellen Kuras<br />
First Assistant Director: Julian Higgs<br />
Costume Designer: Lydia Kovacs<br />
Editing: Rock Paper Scissors<br />
Editor: Ted Guard<br />
Postproduction: MPC<br />
Music: Human</p>
Advertising & BrandingFood & BeverageMcCannNestléOut Of HomeCreativeTim NuddThu, 09 Oct 2014 11:56:40 +0000160658 at http://www.adweek.comGrey N.Y. Wins Lean Cuisinehttp://www.adweek.com/news/advertising-branding/grey-ny-wins-lean-cuisine-160004
Noreen O'Leary<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/lean-cuisine-hed-2014_0.jpeg"> <p>
Grey New York has won Stouffer&rsquo;s Lean Cuisine&rsquo;s creative business after a <a href="http://www.adweek.com/news/advertising-branding/add-lean-cuisine-list-nestl-reviews-158116" target="_blank">review</a> that also included 360i, Santo and incumbent JWT New York, sources said.</p>
<p>
Lean Cuisine&#39;s media spending totaled about $30 million last year, down slightly from almost $33 million in 2012, according to Kantar Media.</p>
<p>
<a href="http://grey.com/us">Grey</a> execs declined to comment, referring calls to reps at Nestl&eacute;, who did not respond to inquiries.</p>
<p>
360i is thought to have been named Lean Cuisine&#39;s lead digital agency. Reps at that shop declined to comment.</p>
<p>
JWT won the Nestl&eacute; core brand in early 2011 after Lean Cuisine <a href="http://www.adweek.com/news/advertising-branding/euro-rscg-lean-cuisine-split-104096" target="_blank">parted ways</a>, after more than a decade, with what was then Euro RSCG in late 2010. Lean Cuisine was the last major piece of Nestl&eacute; business at the agency, now called Havas Worldwide.</p>
<p>
Last year, Nestl&eacute; <a href="http://www.adweek.com/news/advertising-branding/groupms-nestl-win-was-family-affair-148492" target="_blank">awarded</a> its U.S. media and planning business to Grey&rsquo;s WPP corporate sibling GroupM, which has serviced the account from operating units like MediaCom, MEC, Mindshare and Maxus.</p>
Advertising & Branding360iAccountsAgencyGrey N.Y.JwtNoreen O'LearyNestléSantoTue, 09 Sep 2014 16:16:01 +0000160004 at http://www.adweek.comPublicis & Hal Riney Adds Purina Benefulhttp://www.adweek.com/news/advertising-branding/publicis-hal-riney-wins-purina-beneful-158444
Noreen O'Leary<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/beneful.jpg"> <p>
Publicis &amp; Hal Riney won creative responsibilities for Purina Beneful dog food, sources said.</p>
<p>
The Nestl&eacute; <a href="http://www.fallon.com/_news/benefuls-first-ever-brand-spot/#.U6MI4kDWjYQ" target="_blank">brand</a> was the last of the company&rsquo;s dog food products handled by long-time agency, Fallon, which did not <a href="http://www.adweek.com/news/advertising-branding/purina-down-finalists-beneful-search-156000" target="_blank">defend</a>. Beneful spent $52 million in measured media advertising in 2013, according to Kantar Media.</p>
<p>
Fallon had worked on Purina dog food brands for more than 25 years. The Minneapolis shop most recently also handled Purina Dog Chow, which quietly shifted to Publicis Groupe&rsquo;s Leo Burnett, another Nestl&eacute; roster shop that handles Purina Pro, according to sources. Burnett also vied for the Beneful assignment.</p>
<p>
At one point, Fallon also handled Purina One, but Interpublic Group&#39;s Avrett Free Ginsberg now has that brand.</p>
<p>
Executives at Publicis &amp; Riney and Burnett could not be reached and Purina did not immediately respond to a request for comment.</p>
<p>
Purina appears to have been the among the longest client relationships at Fallon. Agency CEO Mike Buchner said of the brand&rsquo;s departure: &quot;It has been an honor for Fallon to have represented Purina&rsquo;s core dog food brands for over a quarter of a century. We are proud of the brands we&rsquo;ve built together and the work we&rsquo;ve created that has helped drive their business forward for decades.&quot;</p>
Advertising & BrandingAccountsAgencyFallonNestléPublicis & Hal RineyNoreen O'LearyPurina BenefulThu, 19 Jun 2014 16:37:02 +0000158444 at http://www.adweek.comAdd Lean Cuisine to the List of Nestlé Reviewshttp://www.adweek.com/news/advertising-branding/add-lean-cuisine-list-nestl-reviews-158116
Andrew McMains<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/unknown_146.jpeg"> <p>
Nestl&eacute;, beyond its searches to meet broader corporate goals, is active on the brand front as well.</p>
<p>
One of the company&#39;s core brands, Stouffer&#39;s Lean Cuisine, is reviewing its U.S. creative business, with a quartet of roster shops competing for the assignment, according to sources.</p>
<p>
Lean Cuisine&#39;s media spending totaled about $30 million last year, down slightly from almost $33 million in 2012, according to Kantar Media.</p>
<p>
Sources identified the contenders as Grey, 360i, Santo and the <a href="http://www.adweek.com/news/advertising-branding/jwt-ny-wins-lean-cuisine-pitch-126345" target="_blank">incumbent</a>, JWT. Final presentations are slated for next week, with Nestl&eacute; expected to test some of the pitch concepts after that. As such, a decision is probably about a month away.</p>
<p>
Nestl&eacute; already is seeking an agency for a <a href="http://www.adweek.com/news/advertising-branding/nestl-begins-corporate-image-search-digital-review-continues-158055" target="_blank">corporate image assignment </a>and conducting a digital review that&#39;s designed to consolidate its digital business at fewer shops. Those reviews followed pitches for <a href="http://www.adweek.com/news/advertising-branding/groupms-nestl-win-was-family-affair-148492" target="_blank">media planning and buying</a> and public relations efforts last year.</p>
<p>
The Lean Cuisine contenders referred calls to Nestl&eacute;, which had no immediate comment.</p>
Advertising & Branding360icreative reviewGreyJwtLean CuisineAndrew McMainsPitchroster shopsSantoStouffer'sWed, 18 Jun 2014 15:11:27 +0000158116 at http://www.adweek.comNestlé Begins Corporate Image Search as Digital Review Continueshttp://www.adweek.com/news/advertising-branding/nestl-begins-corporate-image-search-digital-review-continues-158055
Andrew McMains<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/unknown_143.jpeg"> <p>
Review-happy Nestl&eacute; is looking for an agency to launch a new corporate image effort, even as it seeks to shrink its digital agency roster.</p>
<p>
The corporate image assignment is for the U.S. and centers around four brands: Gerber baby food, Pure Life water, Outshine frozen fruit bars and Nesquik drinks, sources said. In short, Nestl&eacute; wants to be known less for its chocolates and more for its healthier foods and beverages.</p>
<p>
A request for proposals is circulating among a handful of shops, a company representative confirmed. Media spending on the assignment is estimated at $25 million.</p>
<p>
The digital search&mdash;also for the U.S.&mdash;is much further along, with a decision expected shortly. Nestl&eacute; employs about 20 agencies for digital marketing and wants to trim the list down to maybe a half-dozen.</p>
<p>
An estimate of Nestl&eacute;&rsquo;s total digital spending was not available, but last year in the U.S., the company spent $30 million on display ads alone, according to Kantar Media. All told, Nestl&eacute; spent about $730 million in media last year in the U.S., according to Kantar.</p>
<p>
The current reviews follow media and public relations searches last year. The media review resulted in Nestl&eacute;<a href="http://www.adweek.com/news/advertising-branding/groupms-nestl-win-was-family-affair-148492 " target="_blank"> shifting its planning and buying</a> from Zenith Media to a GroupM team that included executives from MediaCom, MEC, Mindshare and Maxus.</p>
<p>
Nestl&eacute;&#39;s creative roster includes agencies such as JWT, Ogilvy &amp; Mather, Publicis, Leo Burnett, McCann Erickson and FCB.</p>
Advertising & Brandingcorporate imageDigital marketingFCBGerberJwtAndrew McMainsmedia businessNesquikNestléOutshinePublic RelationsPure LifeFri, 30 May 2014 21:20:33 +0000158055 at http://www.adweek.comPurina Sues Blue Buffalo, Alleging False Advertising http://www.adweek.com/news/advertising-branding/purina-sues-blue-buffalo-over-false-advertising-157501
Kristina Monllos<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/unknown-20_0.jpeg"> <p>
Nestle&rsquo;s Purina PetCare Company<a href="http://www.petfoodhonesty.com/thecomplaint.php#.U2ker61dV4w" target="_blank"> has filed a lawsuit</a> against The Blue Buffalo Company, accusing Blue Buffalo of false advertising, commercial disparagement and unjust enrichment.</p>
<p>
Purina&#39;s complaint follows a March ruling by the National Advertising Division (NAD) of the Council of Better Business Bureaus, which found that Blue Buffalo engaged in <a href="http://www.bluebuffalo.com/tv-commercials" target="_blank">misleading advertising practices</a>. NAD recommended that the company correct its television ad campaigns and that it remove all of the allegations that Blue Buffalo&#39;s competitors are misleading their consumers.&nbsp;</p>
<p>
&ldquo;[Blue Buffalo] has not provided any evidence that &lsquo;big name&rsquo; pet food manufacturers &hellip; are actively concealing the truth about the ingredients in their products,&rdquo; NAD wrote in its ruling.&nbsp;</p>
<p>
According to the complaint, which Purina filed today in St. Louis, Blue Buffalo built its brand by targeting ingredient-conscious&nbsp;pet owners and falsely promoting its products to be free of chicken or poultry byproducts as well as corn, other grains and artificial preservatives as part of its &quot;True Blue Promise.&quot; After conducting tests at an independent laboratory in April, Purina alleges that Blue Buffalo&#39;s products contain amounts of chicken or poultry byproducts as well as corn, other grains and artificial preservatives.&nbsp;</p>
<p>
Purina is asking the court to require Blue Buffalo to run corrective advertising and that the company destroy all packaging and other materials that display the alleged false statements. In addition, Purina is seeking damages.&nbsp;</p>
<p>
Purina isn&#39;t the first brand to file suit against Blue Buffalo&mdash;in July 2008 Hill&#39;s Science Diet filed a challenge with NAD against Blue Buffalo. According to Purina&#39;s complaint, while NAD&#39;s 2008 ruling did have the company change slogans, the company has continued to deceptively market its products.&nbsp;</p>
<p>
Purina alleges that Blue Buffalo spent $50 million on advertising in 2013 and that the company intends to spend as much in 2014.&nbsp;</p>
<p>
A representative for Blue Buffalo did not immediately respond to Adweek&#39;s requests for comment. A Purina rep referred Adweek to the company&#39;s complaint.</p>
Advertising & BrandingBlue Buffalofalse advertisingHill's Science DietlawsuitNational Advertising DivisionKristina MonllosPurinaTue, 06 May 2014 18:51:26 +0000157501 at http://www.adweek.comIt Feels Like Summer in JWT's First TV Ad for Outshine Fruit Barshttp://www.adweek.com/news/advertising-branding/it-feels-summer-jwts-first-tv-ad-outshine-popsicles-157465
Andrew McMains<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/outshine-hed-2014.png"> <p>
Summer may still seem far off&mdash;especially on the East coast with its recent soggy weather and tepid temperatures&mdash;but JWT&rsquo;s new campaign for Nestl&eacute;&rsquo;s Outshine frozen fruit bars certainly makes it feel like a new season.</p>
<p>
Bright colors, bouncy music and smiling faces characterize the New York agency&rsquo;s first TV ad for the brand, which Nestl&eacute; unveiled a year ago, albeit under the prefix of Dreyer&rsquo;s on the West Coast and Edy&rsquo;s in the rest of the U.S. New York band Romans Are Alive supplied the music via its song, &ldquo;Green Light Burn Bright.&rdquo;</p>
<p>
The core target for the fruit and vegetable bars are women between the ages of 25 and 54, be they single or married with kids. So, women naturally play a leading role in the ad right down to the voiceover. The tagline is, &ldquo;Snack Brighter.&quot;<br />
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<br />
The campaign, which also includes print, digital, outdoor ads and social media outreach, plays up the taste of the pops as much as their healthfulness. That&rsquo;s because taste is key to generating not only consumption but repeat purchases, explained Kerry Hopkins, a Nestl&eacute; brand manager.</p>
<p>
Outshine&rsquo;s previous campaign relied primarily on print and digital ads. But with competitors like Unilever&rsquo;s Fruttare entering the category and spending freely, Nestl&eacute; opted to turn up the volume with the addition of TV this year, according to Hopkins.</p>
<p>
&quot;To defend the space&mdash;we&rsquo;re the category leader in the fruit bar segment&mdash;it was a really good, opportune time to start with a new television campaign,&quot; Hopkins said.</p>
<p>
Hopkins declined to reveal the media budget behind the effort but said it would run through the balance of the year. Last year, without TV advertising, the brand spent about $9 million in media, according to Kantar Media.<br />
<br />
<img src="/files/imagecache/node-blog/outsnack.png" /><br />
<br />
<strong>CREDITS</strong><br />
Client: Nestl&eacute;<br />
Brand: Outshine fruit bars<br />
Brand managers: Kevin George, Rachel Jaiven, Kerry Hopkins<br />
Agency: JWT New York<br />
Executive creative director: Eric Weisberg<br />
Creative director: Chad Baker<br />
Art director: Lindsey Montague<br />
Copywriter: Chelsea Dubois<br />
Chief creative officer, North America: Jeff Benjamin<br />
Planner: Derrick Goss<br />
Head of production: Lisa Setten<br />
Senior producer: Gillian Blain<br />
Director of music: Paul Greco<br />
Music track: &ldquo;Green Light Burn Bright (Outshine Mix)&rdquo;by Romans Are Alive<br />
Music producer: Tony Verderosa of KBV Records<br />
Art buyer: Bianca Escobar<br />
Print/OOH producer: Lauren Eberhardt<br />
Account team: Andrew Jones, Lindsay Gash, Jayna Clarke, Amanda Roselli<br />
Live Action Director: Mark Albiston of Mark &amp; Louis<br />
Live Action Production Company: The Sweet Shop<br />
Live Action Managing Director: Laura Thoel<br />
Live Action Head of Production: Renee Robson<br />
Tabletop Director: Margaret &amp; Joy<br />
Tabletop Production Company: HSI Productions<br />
Editing house: Cosmo Street<br />
Visual effects: Switch FX<br />
Media agency: MetaVision Media</p>
Advertising & Brandingbrand managerDreyer'sEdy'sfrozen fruit barsFruttareAndrew McMainsJwtKerry HopkinsNestlénew campaignOutshineRomans Are AliveSnack BrighterSummerUnileverMon, 05 May 2014 14:55:00 +0000157465 at http://www.adweek.comMindshare Taps BlabPredicts to Better Plan Digital Campaigns http://www.adweek.com/news/technology/mindshare-taps-blabpredicts-better-plan-digital-campaigns-157464
Christopher Heine<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/data-forecasting-hed-2014.jpg"> <p>
<a href="http://www.adweek.com/news/advertising-branding/mindshare-makes-david-lang-its-chief-content-officer-154039" target="_blank">Mindshare</a> has inked a deal with Blab to use the BlabPredicts system, which is designed to help brands understand social media conversations within 72-hour windows. The media company, with offices in London, New York and Singapore, has Jaguar, Nike, American Express, Nestl&eacute; and other big names as clients.</p>
<p>
Using the system, brands will be able get a grip on where a topic&mdash;the forthcoming World Cup, as a possible example&mdash;is in terms of frequency and location (Facebook, Twitter, CNN.com, FoxNews.com, etc.). Theoretically, the data will enable Mindshare&#39;s team to better place ads as well as target specific phrases and images according to the stats.</p>
<p>
&quot;We don&#39;t want to work in isolation,&quot; Bob Ivins, chief data officer at the WPP-owned agency, told Adweek. &quot;We want the creative to be informed with data: our data or data from someone else&mdash;we are indifferent. We are inviting creative [agency partners] into The Loop when that makes sense to bring a program together seamlessly.&quot;</p>
<p>
The Loop is a Mindshare real-time social media initiative that the company launched prior to the Super Bowl. BlabPredicts, which analyzes words in virtually any language, is now being plugged into The Loop.</p>
<p>
Blab, based in Seattle, is one of 35 data partners Mindshare has so far teamed with for The Loop. BlabPredicts boasts a 70 percent accuracy rate for helping brands know when to play on social media trends and for how long. It organizes the real-time stats in the following categories: size, velocity, channel and contextual relevance.</p>
<p>
&quot;Search and monitoring tools are only as good as a rearview mirror, and we all know that past performance doesn&#39;t guarantee future success,&quot; said Blab CEO Randy Browning. &quot;Simply put, [our system is] the difference between making a decision on yesterday&#39;s clicks versus what will be important tomorrow to your target audience.&quot;</p>
TechnologyAmerican ExpressBlabBlabPredictsBrandsDataChristopher Heinedigital dataJaguarMindshareNestléNikepredictive analysissocial media dataThe LoopWPPMon, 05 May 2014 13:30:02 +0000157464 at http://www.adweek.comPurina Down to Finalists in Beneful Searchhttp://www.adweek.com/news/advertising-branding/purina-down-finalists-beneful-search-156000
Noreen O'Leary<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/beneful-food-hed-2014.jpg"> <p>
Nestl&eacute; is down to two agency finalists to handle creative responsibilities for its Purina Beneful dog food, sources said. The brand has been at Fallon, which did not defend.</p>
<p>
Spending for Beneful through the third quarter of 2013 was $40.7 million, according to Kantar Media.&nbsp;&nbsp;</p>
<p>
Beneful is the last of the Purina brands at the Publicis Groupe agency, which has worked on the company&rsquo;s dog food for more than 25 years. Fallon most recently had also handled Purina Dog Chow, which quietly moved to corporate sibling Leo Burnett, per sources. (Burnett <a href="http://www.adweek.com/adfreak/purinas-latest-ad-leaves-dog-lovers-blubbering-mess-138309" target="_blank">works</a> on the company&#39;s brands, like Purina Pro.) In recent years, Fallon has also <a href="http://www.adweek.com/news/advertising-branding/alpo-dog-food-picks-fallon-105212" target="_blank">worked</a> on Purina One, which is now overseen by Interpublic&#39;s Avrett Free Ginsberg.&nbsp;</p>
<p>
Sources said Publicis Groupe agencies Burnett and Publicis &amp; Hal Riney remain in the review where agencies are receiving a re-briefing this week.&nbsp; Those agencies declined comment, referring calls to Purina, which didn&#39;t respond to inquiries.</p>
<p>
Purina appears to have been the oldest ongoing client at the 33-year-old Minneapolis agency. Fallon chief Mike Buchner said of the brand&rsquo;s departure: &ldquo;It has been an honor for Fallon to have represented Purina&rsquo;s core dog food brands for over a quarter of a century. We are proud of the brands we&rsquo;ve built together and the work we&rsquo;ve created that has helped drive their business forward for decades.&rdquo;</p>
<p>
<br />
&nbsp;</p>
Advertising & BrandingAccountsAvrett Free GinsbergBenefulFallonLeo BurnettNoreen O'LearyPublicis & Hal RineyPurinaThu, 27 Feb 2014 20:46:18 +0000156000 at http://www.adweek.comOgilvy Slashes Staffing in Its L.A. Officehttp://www.adweek.com/news/advertising-branding/ogilvy-slashes-staffing-its-la-office-154926
Noreen O'Leary<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/john-siefert-ogilvy-2011.jpg"> <p>
Ogilvy &amp; Mather is slashing staffing in its Los Angeles office due to dramatic spending reductions from a couple of its largest clients.</p>
<p>
Effective Feb. 3, the agency is cutting 33 positions across all agency operations, with 15 permanent staffers remaining.</p>
<p>
In an internal email, O&amp;M North American chairman John Seifert said the resulting multi-million dollar operating loss, from client spending cuts, was not sustainable under the current operating structure. After the staff reductions, the agency will support clients with remaining staff and other resources from other O&amp;M units, as needed. (Seifert did not identify which clients made the spending reductions.)</p>
<p>
Among the advertising clients O&amp;M Los Angeles continues to work for are Nestl&eacute;, BP ARCO/ampm and <a href="http://www.adweek.com/news/advertising-branding/ad-day-qualcomm-1471" target="_blank">Qualcomm</a>.</p>
<p>
Ogilvy&rsquo;s public relations business in Los Angeles, San Francisco, Sacramento and Denver, along with OgilvyOne&rsquo;s customer engagement business in San Francisco, will not be impacted by the West Coast staff reduction.</p>
<p>
Michael Dobak, previously global managing director on&nbsp; the agency&rsquo;s IBM account, was <a href="http://www.adweek.com/news/advertising-branding/dobak-named-new-ogilvy-west-chief-151389" target="_blank">promoted</a> to the new Los Angeles-based role of CEO O&amp;M West in July. Seifert, making that announcement, was bullish on the network&rsquo;s prospects in that region. He cited the culture of innovation and global influences on technology, entertainment, gaming and pop culture as a priority in establishing more of a presence out there. He is still optimistic about the agency&rsquo;s prospects there and, going forward, sees a new model in L.A. built around social, mobile, content and data.</p>
<p>
&ldquo;We know the consequences of this action will be difficult for our people and our clients, and will do all we can as a network to support them,&rdquo; Seifert told staffers in his email. &ldquo;While this is clearly a setback for us, we remain bullish about our future in California and the west. We are committed to redesigning our offering and developing our business for the long term in this dynamic and vital part of the North America region.&rdquo;</p>
Advertising & BrandingBpJohn SeifertLos Angeles officeMichael DobakNestléNoreen O'LearyQualcommstaff cutsFri, 10 Jan 2014 21:52:02 +0000154926 at http://www.adweek.comNBC Hits the High Notes With The Sound of Music Live!http://www.adweek.com/news/television/nbc-hits-high-notes-sound-music-live-154342
Anthony Crupi<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/carrie-underwood-sound-of-music-hed-2013.jpg"> <p>
The halls of 30 Rock on Friday morning were alive with the sound of cheering, as NBC&rsquo;s live staging of a 54-year-old Rodgers and Hammerstein musical delivered Alpine ratings.</p>
<p>
According to Nielsen live-plus-same-day data, NBC&rsquo;s three-hour presentation of <a href="http://www.nbc.com/sound-of-music/" target="_blank">The Sound of Music Live!</a> delivered 18.6 million total viewers and a hearty 4.6 in the adults 18-49 demo, giving the network its first definitive Thursday night entertainment win in nearly a decade.</p>
<p>
Starring <a href="http://www.nbc.com/sound-of-music/about/bio/cast/carrie-underwood/789626/?par=The%20Sound%20of%20Music%20Live!%7CHome%7CSite%20Nav%7CAbout%7CBios%7C1" target="_blank">Carrie Underwood</a> as Maria von Trapp and True Blood&rsquo;s Stephen Moyer as the imperious Capt. von Trapp, The Sound of Music did predictably big numbers among the 50+ set, averaging a 10.3 rating from 8-11 p.m. But younger viewers also tuned in, as the broadcast notched a 4.3 rating among adults 18-34 and pulled a 3.9 with the 12-34 set.</p>
<p>
The show peaked early, averaging 19.7 million viewers and a 5.0 in the dollar demo at 8:30 p.m. That said, the overall retention was impressive, as 17 million viewers stayed glued to the screen until the curtain went down at 11 p.m.</p>
<p>
While the musical&rsquo;s deliveries were reminiscent of the glory days of the Must See TV era, NBC actually enjoyed a huge Thursday night victory a week ago. On low-HUT level Thanksgiving night, the Peacock dominated the field with a holiday NFL game&mdash;the Steelers-Ravens bloodbath averaged 21.1 million live-plus-same-day viewers and a 6.9 in the demo.</p>
<p>
The Sound of Music Live! was punctuated by commercial breaks, including five pods that were sponsored by Walmart. Each 30-second Walmart spot reprised a popular song from the musical that had just played during the actual broadcast. For example, an ad scored by&nbsp;<a href="http://www.nbc.com/sound-of-music/video/my-favorite-things/n43926/?par=The%20Sound%20of%20Music%20Live!%7CHome%7CSite%20Nav%7CVideo%7CClips%7C1" target="_blank">&ldquo;My Favorite Things&rdquo;</a> appeared on the heels of the scene in Act I where Maria sings the song with the Mother Abbess (Audra McDonald).</p>
<p>
The last time an American television network aired a complete live musical was on March 31, 1957, when CBS broadcast the Rodgers and Hammerstein adaptation of Cinderella. The show starred Julie Andrews, who of course would go on to star in the 1965 theatrical version of The Sound of Music. Estimates at the time put the national TV audience for Cinderella at approximately 107 million viewers.</p>
<p>
Of course, Twitter had a great deal of fun with the live event, as users goofed on everything from the ersatz Alps in the background to Maria&rsquo;s curtain dresses. <a href="http://www.adweek.com/adfreak/digiorno-pizza-live-tweeted-sound-music-and-it-was-glorious-154340" target="_blank">DiGiorno Pizza</a> may have had the most spirited response, as the Nestl&eacute; brand live-tweeted the entire event, from the title song through the reprise of &ldquo;So Long, Farewell.&rdquo;</p>
<p>
Runner-up CBS averaged 9.84 million viewers and a 2.7 in the 18-49 demo, as The Big Bang Theory held its own at 8 p.m. (15.6 million viewers/4.8). The Millers fell 14 percent to a 2.4 rating, while The Crazy Ones slipped one-tenth of a point versus its most recent first-run episode, averaging a 2.1 at 9 p.m. Two and a Half Men was up 10 percent with a 2.3 while Elementary closed out the night flat with a 1.8 rating.</p>
<p>
ABC took third on the night with 6.18 million viewers and a 2.1 in the dollar demo. Once Upon a Time in Wonderland was flat with a 0.9 rating, while Grey&rsquo;s Anatomy fell 12 percent to a 2.3. Scandal continues to shine at 10 p.m., inching up a tick to a 3.0.</p>
<p>
Lastly, Fox didn&rsquo;t get much of a rise out of its own musical offerings, The X Factor eked out a mere 1.4 in the demo, while Glee drew a 1.1 rating.</p>
Television2013-14 Broadcast TV SeasonAudra McDonaldCarrie UnderwoodCbsCinderellaAnthony CrupiLive TelevisionNbcNestléNetworksRatingsRodgers and HammersteinStephen MoyerThe Sound of MusicThe Sound of Music Live!WalmartFri, 06 Dec 2013 17:48:33 +0000154342 at http://www.adweek.comDiGiorno Pizza Live-Tweeted The Sound of Music, and It Was Very Tastyhttp://www.adweek.com/adfreak/digiorno-pizza-live-tweeted-sound-music-and-it-was-glorious-154340
Roo Ciambriello<img src="http://www.adweek.com/files/imagecache/node-detail/sound-of-music-hed-2013.jpg"> <p>
On Thursday night, as millions tuned in to see Carrie Underwood ambitiously take on the role of Maria von Trapp, croon about the hills being alive, and make children&#39;s clothing out of drapes in NBC&#39;s The Sound of Music Live, <a href="https://twitter.com/DiGiornoPizza" target="_blank">DiGiorno Pizza</a> was also watching&mdash;and live-tweeted the whole thing. The Nestl&eacute; brand&#39;s tweets were funny and hilariously pizza-related. Let&#39;s have a moment of appreciation for how difficult a task that must have been, considering The Sound of Music heavily features a convent and also the Third Reich. Also, a solid nod of respect to whomever came up with the hashtag <a href="https://twitter.com/search?q=%23DiGiorNOYOUDIDNT&amp;src=typd" target="_blank">#DiGiorNOYOUDIDNT.</a></p>
<!--break-->
<blockquote class="twitter-tweet" lang="en">
<p>
<a href="https://twitter.com/search?q=%23TheSoundOfMusicLive&amp;src=hash">#TheSoundOfMusicLive</a> Can&#39;t believe pizza isn&#39;t one of her favorite things smh</p>
&mdash; DiGiorno Pizza (@DiGiornoPizza) <a href="https://twitter.com/DiGiornoPizza/statuses/408767675838390273">December 6, 2013</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
DOUGH a crust an unbaked crust RAY, a guy that likes pizza ME a pizza liked by a guy named ray FAH no idea what fah is SO so LA a city T tee</p>
&mdash; DiGiorno Pizza (@DiGiornoPizza) <a href="https://twitter.com/DiGiornoPizza/statuses/408772502219788288">December 6, 2013</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
I don&#39;t think those mountains are real you guys <a href="https://twitter.com/search?q=%23TheSoundOfMusicLive&amp;src=hash">#TheSoundOfMusicLive</a></p>
&mdash; DiGiorno Pizza (@DiGiornoPizza) <a href="https://twitter.com/DiGiornoPizza/statuses/408778949758439424">December 6, 2013</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
CLIMB EVERY MOUNTAIN, FORD EVERY STREAM, FOLLOW EVERY RAINBOW, UNTIL YOU FIND A SUPREME (PIZZA FROM DIGIORNOOOOOO) <a href="https://twitter.com/search?q=%23TheSoundOfMusicLive&amp;src=hash">#TheSoundOfMusicLive</a></p>
&mdash; DiGiorno Pizza (@DiGiornoPizza) <a href="https://twitter.com/DiGiornoPizza/statuses/408790101687156736">December 6, 2013</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
YO ROLPH, I HAVEN&#39;T SEEN AN OUTFIT THAT UGLY SINCE NEVER <a href="https://twitter.com/search?q=%23ShortAndTie&amp;src=hash">#ShortAndTie</a> <a href="https://twitter.com/search?q=%23DiGiorNOYOUDIDNT&amp;src=hash">#DiGiorNOYOUDIDNT</a> <a href="https://twitter.com/search?q=%23TheSoundOfMusicLive&amp;src=hash">#TheSoundOfMusicLive</a></p>
&mdash; DiGiorno Pizza (@DiGiornoPizza) <a href="https://twitter.com/DiGiornoPizza/statuses/408775285803212801">December 6, 2013</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
THE KITCHEN IS ALIVE, WITH THE SMELL OF FRESH-BAKED PIZZA <a href="https://twitter.com/search?q=%23TheSoundOfMusicLive&amp;src=hash">#TheSoundOfMusicLive</a></p>
&mdash; DiGiorno Pizza (@DiGiornoPizza) <a href="https://twitter.com/DiGiornoPizza/statuses/408781826841272321">December 6, 2013</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
GO HOME COUNTESS, YOU&#39;RE SO AWKWARD <a href="https://twitter.com/search?q=%23TheSoundOfMusicLive&amp;src=hash">#TheSoundOfMusicLive</a></p>
&mdash; DiGiorno Pizza (@DiGiornoPizza) <a href="https://twitter.com/DiGiornoPizza/statuses/408782356816723968">December 6, 2013</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
Oh yeah, definitely pizza at this party. Because you can&#39;t dance like that without pizza. <a href="https://twitter.com/search?q=%23TheSoundOfMusicLive&amp;src=hash">#TheSoundOfMusicLive</a></p>
&mdash; DiGiorno Pizza (@DiGiornoPizza) <a href="https://twitter.com/DiGiornoPizza/statuses/408784924104077312">December 6, 2013</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
THANK YOU VERY MUCH, GOODNIGHT AND GOOD PIZZA TO YOU ALL!!! <a href="https://twitter.com/search?q=%23AndWeOut&amp;src=hash">#AndWeOut</a> <a href="https://twitter.com/search?q=%23BuyDiGiorno&amp;src=hash">#BuyDiGiorno</a> <a href="https://twitter.com/search?q=%23TheSoundOfMusicLive&amp;src=hash">#TheSoundOfMusicLive</a></p>
&mdash; DiGiorno Pizza (@DiGiornoPizza) <a href="https://twitter.com/DiGiornoPizza/statuses/408807904456626176">December 6, 2013</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script>Advertising & BrandingTelevisionFood & BeverageDiGiorno PizzaNbcNestléRoo CiambrielloSocialTwitterCreativeFri, 06 Dec 2013 13:12:43 +0000154340 at http://www.adweek.comJWT’s Global CEO-in-Waiting Has a Big Task Ahead of Himhttp://www.adweek.com/news/advertising-branding/jwt-s-global-ceo-waiting-has-big-task-ahead-him-153912
Andrew McMains<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/tt-martinez-hed-2013.jpg"> <p>
Gustavo Martinez will have nearly a year to establish <a href="/node/153638">himself at JWT as global president </a>before he succeeds Bob Jeffrey as CEO in 2015. Given the scale of the top job&mdash;and the significant challenges before him&mdash;he&rsquo;ll need all the time he can get.</p>
<p>
For now, Martinez remains at McCann Worldgroup, where he&rsquo;s winding down as president of Europe and Asia. He won&rsquo;t join <a href="/node/153640">JWT until February,</a> so he&rsquo;s not talking about his new agency just yet. Past, present and future colleagues, however, offered Adweek a glimpse into his strengths and weaknesses and the hurdles he&rsquo;ll face.</p>
<p>
Chief among them is to raise the caliber and consistency of the WPP Group shop&rsquo;s creative work. JWT has made strides under Jeffrey&mdash;accumulating 185 Cannes Lions since 2009 for an annual average of 37&mdash;but the results have been uneven across regions, offices and years. &ldquo;They haven&rsquo;t had a creative director who stuck at a global level, and you can see that in the work,&rdquo; a rival CEO said. &ldquo;There&rsquo;s no consistency, and there&rsquo;s no ambition in it.&rdquo;</p>
<p>
The agency&rsquo;s last global creative chief was Craig Davis, who left in early 2009. Rather than fill that job, Jeffrey instead installed veteran cds in regional roles, including <a href="/node/138804">Jeff Benjamin</a>, for North America. JWT also has a worldwide creative council that includes creative leaders for regions and global accounts.</p>
<p>
As CEO, Martinez also will need to help revitalize JWT&rsquo;s New York headquarters, which was flying high as recently as 2009 when the shop deepened its relationship with Microsoft and was Adweek&rsquo;s Global Agency of the Year. Since then, however, leaders like Rosemarie Ryan and Ty Montague have left, and Microsoft has shifted its business elsewhere, including Bing, which JWT helped launch.</p>
<p>
Recently, under new office CEO Peter Sherman, New York has expanded its Energizer relationship and added some Google business. Martinez will need to help compound and accelerate such wins.</p>
<p>
Another formidable challenge facing the CEO-in-waiting is simply the size of the job. Put plainly, Martinez has run regions before but never a global operation&mdash;let alone one with an estimated total revenue of $1.7 billion and 10,000 employees in 90 countries like JWT. Running a global shop is a massive and relentless task, given internal fiefdoms, talent turnover and the ever-changing demands of marketers&mdash;and you don&rsquo;t quite know what it&rsquo;s like until you try.</p>
<p>
&ldquo;This is quite a large and complicated machine,&rdquo; said a JWT insider, who wondered if Martinez had the discipline and attention to detail needed to &ldquo;keep the various constituents in play and working well together.&rdquo;</p>
<p>
The good news is that client management is a Martinez strength. At Ogilvy and Worldgroup, he forged close ties with major marketers like Coca-Cola, L&rsquo;Or&eacute;al and Nestl&eacute;. And he developed his relationship-building skills under the tutelage of premier client manager <a href="/node/140046">Shelly Lazarus</a>, Ogilvy&rsquo;s former CEO. What&rsquo;s more, current Ogilvy CEO Miles Young thought enough of Martinez&rsquo;s abilities to put him in charge of global brand management in 2011.</p>
<p>
&ldquo;He&rsquo;s spectacularly good at dealing with clients, and he does it with Latin charm that&rsquo;s highly persuasive,&rdquo; Young said of Martinez, a multilinguist who has a Ph.D. in economics. &ldquo;He&rsquo;s just a bundle of energy&mdash;and clients like energy.&rdquo;</p>
<p>
At JWT, where the top global accounts include Ford, Johnson &amp; Johnson, Unilever and HSBC, Martinez will need every bit of that vigor to succeed.</p>
Advertising & BrandingMarketingBob JeffreyCoca-ColeEnergizerGoogleAndrew McMainsJeff BenjaminJwtL'OréalMagazine ContentMcCann WorldgroupNestléCreativeAgencyTue, 19 Nov 2013 03:18:52 +0000153912 at http://www.adweek.comToo Many Brands Are Still Employing a Check-the-Box Strategyhttp://www.adweek.com/news/television/too-many-brands-are-still-employing-check-box-strategy-153894
Christopher Heine<p>
<img alt="" src="/files/uploads/SPACER-652.gif" style="width: 10px; height: 1px; " /><br />
<u><strong><img alt="" src="/files/first-mover-david-lawenda-01-2013.gif" style="width: 300px; height: 739px; float: right;" />Specs</strong></u><br />
<strong>Who </strong> David Lawenda<br />
<strong>Age </strong>46<br />
<strong>New gig</strong> Facebook&rsquo;s vp of global marketing solutions, U.S.<br />
<strong>Old gig</strong> Univision&rsquo;s president of ad sales and marketing<br />
<br />
<strong>Your last career stop was at Univision. A few weeks after Facebook hired you, it opened a Miami office and announced a Hispanic marketing conference there. Is it safe to say that the Spanish-language demo now has Facebook&rsquo;s full attention?</strong><br />
Most definitely, and it&rsquo;s because U.S. Hispanics across the online spectrum continue to grow. We got 23 million people in this affinity group.<br />
<br />
<strong>What kind of ad sales growth can you achieve with the Hispanic market? </strong><br />
It&rsquo;s still an untapped space across all media platforms, so I am very bullish on this opportunity. At Facebook, where we haven&rsquo;t been as focused on what we bring to the table until just now, I&rsquo;d say we are expecting huge growth.<br />
<br />
<strong>Facebook often talks about how big CPGs like Nestl&eacute; and Mondelez are on the platform. But some folks may wonder why they don&rsquo;t see more big-name ads. </strong><br />
Are all the brands in those portfolios taking full advantage? No. We have work to do right now at the brand level. But we have champions at the top of those CPGs who are driving this into the organizations.<br />
<br />
<strong>What is the No. 1 reason the company hired you?</strong><br />
In 25 years in this business, I have always been drawn to opportunities to transform industry mind-sets. I helped launch <a href="http://www.tv.com/shows/network/upn/‎" target="_blank">UPN</a> [in 1995]. I launched <a href="http://www.spike.com/" target="_blank">Spike TV</a> before there were men&rsquo;s channels outside of sports. At Univision, my job was similar in terms of making Hispanic marketing more of the mainstream vernacular. I&rsquo;m coming to help change the industry mind-set about Facebook&mdash;to make it more of a marketing cornerstone versus just a social media tactic.<br />
<br />
<strong>What needs to be done to change the mind-set? </strong><br />
We are a different company than we were two years ago. In addition to amazing scale, we offer precise targeting, deep engagement and proven results for brands. I like to call it &ldquo;TV with benefits.&rdquo;<br />
<br />
<strong>Speaking of television, Twitter has succeeded by positioning itself as the go-to second-screen marketing platform. Can Facebook counter? </strong><br />
I&rsquo;d say we already are there. We&rsquo;ve got five times more television conversations on our platform than any other medium.<br />
<br />
<strong>A much-circulated Forrester Research study recently said Facebook display ads perform abysmally. Are they still truly the future of advertising on the platform? </strong><br />
Not anymore. Once we started taking ads in our newsfeed, it changed the game. It&rsquo;s a compelling piece of real estate. There are brands that totally get it. And there are still too many brands that are still employing a check-the-box strategy.<br />
<br />
<strong>Facebook has been offering bricks-and-mortar store purchasing metrics to CPGs for the last year. Is that still a major part of the sales pitch? </strong><br />
It remains a huge part of the conversation because we can now offer everything that television offers and then some.<br />
<br />
<strong>How is social advertising different from other media you&rsquo;ve sold? </strong><br />
Is the vernacular a little bit different? Yeah. But I got asked the same question when I left MTV Networks after 14 years and went to Univision. I actually don&rsquo;t speak fluent Spanish and went to a Spanish-language media company where I had a learning curve as well. But the fundamentals of marketing are the same, and those translate to Facebook.</p>
<p>
<br />
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TelevisionDavid LawendaFacebookfirst moverHispanicMagazine ContentChristopher HeineMondelezNestléUnivisionMon, 18 Nov 2013 02:48:58 +0000153894 at http://www.adweek.com